Welcome to our delicious world of brand licensing! As an agency specializing in taking iconic food, restaurant, and beverage brands from menus to grocery shelves and beyond, we’ve got a knack for how brand licensing can work for brands. When done with the right licensing agency, having your brand licensed onto new and exciting products can be an amazing asset for boosting your brand’s visibility. But jumping straight into licensing your brand can be confusing early on. Therefore, we’re answering some of the most frequently asked questions from brands looking to start their brand extension journeys.
What is brand licensing?
Brand licensing is like giving your brand a passport to new and exciting places. When a brand owner (often referred to as the Licensor) grants a manufacturer (referred to as the Licensee) the rights to create and sell products that carry the brand owner’s (Licensor) name, logo, likeness, etc. through a licensing agreement. Brands often tap into the power of licensing their brand to make themselves more relevant and used in their daily lives.
So that really begs the question:
Why should I license my brand?
Three words: Growth. Visibility. Revenue. For brands looking to expand their reach, licensing is the most cost efficient way to do that. Licensing is meant not only for brands to build stronger connections with their consumers but also as a great marketing tool to attract new consumers. Licensing your brand increases its potential in establishing new evergreen revenue streams—all without the heavy lifting of manufacturing and distribution. It’s a win-win-win!
How do I know if my brand is ready for licensing?
If you have a strong brand identity, a loyal customer base, and a unique product or experience, you’re already ahead of the game! If people crave your brand outside of your current offerings (like wanting your restaurant’s signature flavors at home), then licensing could be your next big move.
What types of food & beverage brands can be licensed?
From gourmet chocolates to fast food icons, premium spirits to specialty sauces, if it’s edible (or drinkable), it can likely be licensed. We work with restaurant chains, beverage brands, snack companies, and even celebrity chefs to bring their flavors to life in new and exciting ways.
Will licensing hurt my brand’s reputation?
Not if it’s done right! That’s where we come in. At Broad Street Licensing Group, we match brands with top-tier manufacturers who maintain product quality and uphold your brand’s integrity. Your name stays in good hands (and on great products).
What’s the biggest myth about licensing?
That it’s just “slapping a logo on a product.” Nope! True licensing is all about strategy—aligning your brand with the right products, manufacturers, and retailers to create meaningful and profitable extensions.
How long does the licensing process take?
Licensing is a marathon, not a sprint. The process involves strategy, negotiations, product development, and distribution. Typically, it can take 12-18 months from idea to store shelves—but trust us, the results are worth the wait!
Do you work with brands outside the U.S.?
Absolutely! We’re a global licensing powerhouse, working with brands and manufacturers around the world. Whether you’re looking to expand domestically or internationally, we can help you make the right connections.
What makes Broad Street Licensing Group different?
We live and breathe food & beverage licensing. Unlike agencies that dabble in multiple industries, we focus exclusively on F&B brands, giving us unparalleled expertise and connections in this space. Plus, we’ve been named a Top 20 Licensing Agency for 12 years straight—so we must be doing something right!
How do I get started?
Let’s chat! If you’re hungry for growth (pun intended), we’d love to discuss how we can bring your brand to new markets and new customers. Contact us today, and let’s create something amazing together!
Bon appétit! 🍽️
